My flatmate asked me to drop into the supermarket on the way home from work and "Buy some Milk". She made it sound so simple. I was confronted with a "Milk Aisle" - Skim milk, Hi-White milk, Lo-White milk, Lo Fat milk, Fat free Skmilk, Soy milk, flavoured milk, pasturised milk, diluted milk, de-milked milk. Everything except plain old fashioned MILK! And of course I got the wrong one................. While I was there I remembered I was almost out of toothpaste. Same story. It took half an hour to get 2 items, and I had a headache by the time I left the store. Is it just me or does choice sometimes complicate the simples things? Of course I'm not advocating any form of "one product only" philosophy, but is too much choice a bad thing? Or do we as consumers bring it apon ourselves?